Rudell invests in diamond franchise
Rudell the Jeweller, based in Birmingham, has bought a Portfolio of Fine Diamonds franchise.
The company, which also has a store in Wolverhampton, is only the third jeweller in the UK to acquire the franchise.
Jon Weston, managing director of Rudell the Jewellers, said: "Increased competition on the high street, together with the myriad of discount internet retailers, means that the engagement ring market is hotly contested.
"Internet retailers have long had the benefit of being able to heavily discount because they don't have the high street overheads, but they rely on customers putting their faith in a big ticket purchase that they can’t physically see, touch or most importantly, try on.
"The Portfolio of Fine Diamonds model has the price advantage and also gives customers the ability to visit the store, see and purchase the ring from a family jeweller that they know and trust. The main advantage, and the key to success in my opinion, is being able to reserve the ring online and then come in and view it in the store."
The new range will be available in both stores later this year.
